Inside Design: Stars in a Bottle
The Celine Dion Collection's EDT bottle features design elements inspired by its namesake. Three performers lend their names and their essence to fragrance.
By Michelle Nahum-AlbrightCan you bottle fame? Since both celebrity and fragrance create and thrive on dreams and illusion, a profitable marriage between the two seems natural. But celebrity fame is fickle, and not always suited to fragrance success. Many have tried to share their magic in this arena, but few have succeeded. Those fragrances that do well are those tailored to a star's unique attributes and public persona.
Packaging is always a key element in fragrance success. While remaining absolutely true to brand values, packaging must always invite. A beautiful fragrance bottle creates visual and sensual cues, physically leading the consumer into worlds of fantasy. Elizabeth Taylor, Jennifer Lopez, and Celine Dion entertain and intrigue. With fragrance, they bring their personal magic into a consumer's intimate space. Their success depends entirely upon capturing the very essence of their special star quality in a bottle.
Elizabeth Taylor
Hollywood legend and three-time Oscar-winner Elizabeth Taylor is clearly the most enduring success as a celebrity fragrance icon. The violet-eyed star's fragrance success began with the launch of Elizabeth Taylor's Passion in 1989, then to the elegant jewel-studded White Diamonds in 1991. Based on Taylor's legendary love of jewels, the glamour of White Diamonds continues to sparkle for her public, and for Elizabeth Arden's House of Taylor. Taylor then launched Forever Elizabeth. And this year she introduces Gardenia, which is inspired by flowers picked from her own garden.
According to Tamara Steele, vice president of marketing for House of Taylor, Taylor herself is very personally involved in the development of her fragrances and all of the marketing efforts. "She has extremely loyal customers who are lifelong fans, and they love everything about her. You can spot them coming toward the fragrance counter. They're the women with the glamorous hair and makeup all done at 10 a.m," Steele said during a seminar held at The Fragrance Foundation (New York City) last March.
Jennifer Lopez
Last year, Coty's Lancaster division teamed with Jennifer Lopez to capture the sweet smell of success with Glow by J. Lo. The popularity of the beautiful and multitalented latina superstar continues to grow, fueling the success of the soft, sexy floral scent released in fall 2002.
To express her distinct passionate personal style and energy, Lopez chose to personally direct the design of her first fragrance venture. According to Catherine Walsh, senior vice president for marketing, cosmetics and American licenses, "Jennifer brought with her a vision for this fragrance, its packaging, and its design. Her creative direction has been a significant force in its development." The name Glow expresses the importance of inner natural radiance. Walsh says Lopez sees the fragrance as a reflection of her real self, representing everything she has loved since childhood. She likes things that are clean and fresh, yet have a sexiness and sensuality. Like Lopez herself, the bottle, supplied by Saint-Gobain Desjonquères (New York City), is both sleek and curvaceous, while the outer carton is soft to the touch.
This fall, a new fragrance from Lopez and Coty is set to launch. It may have a more dressed look and feel, since it was announced that Lopez will wear a glamorous evening gown in the ad campaign.
Celine Dion
Coty USA is bringing a new voice to beauty. They are betting Celine Dion's strength and confidence as well as her spirit, star quality, and modern-day fairy-tale life will capture the attention of a vast audience. The Celine Dion Collection, which includes an eau de toilette, body lotion, and shower gel, launched in broad distribution on March 25.
Coty combined the best of internal and external resources to create the timeless classic packaging. Dion envisioned a simple yet elegant package to house a fragrance that might be worn every day, yet has a spark and sophistication special enough for important occasions. Arko Paper Products produced the elegant matte white-and-gold carton. The bottle, produced by Bormioli Luigi, is stable and solid with a weight that feels good in the hand. The five points faceted on the bottle's side panel represent Celine's lucky number, 5. Her career bloomed at the age of 14 when she won the 1982 Yamaha World Song Festival in Tokyo, after finding a 5-yen piece at her feet.
Dion sees this fragrance as a very personal reflection of her values. "I want this fragrance to bring joy and to inspire us all to seize the day and live life to the fullest," Dion says. Adds Brooks: "Like her music, her new fragrance collection inspires your passion for love and your spirit for life. Her strength and confidence encourage you to fulfill your dreams. She seems to embody the personal aspirations and values of the modern woman."
Living media, print advertising, sampling, and retail merchandising join forces to stir the imagination of Dion's fans. Two huge events coincide with the launch of The Celine Dion Collection to herald her very public return after caring for her new son and ailing husband: the premiere of Celine's stunning performance at Caesar's Palace, Las Vegas, and the release of her new CD, "One Heart." Her talents will be showcased in the one-of-a-kind extravaganza "A New Day" at the 4000-seat, $95-million custom-built Coliseum theater. It is cosponsored by Daimler/Chrysler, for whom she also serves as spokesperson. This venue will allow the unique promotional opportunity of aromescent kiosks, in theater video, program inserts, and dominant retail-store presence.
When asked what is the most challenging aspect of developing a celebrity concept, Marsha Brooks, director of marketing for Coty, says that, "As with any concept, it is key to communicate values authentically and to resonate with the customer. Celine has femininity, accessibility, strength, and ideals. These had to strongly come through for success with the public, including her legions of dedicated fans." The Celine Dion Collection is the most recent example of Coty's commitment to brands designed to mirror and enhance consumer lifestyle.
Michelle Nahum-Albright is a beauty industry consultant, an award-winning designer, principal and creative director of Nahum-Albright Associates (Westfield, NJ), and also a frequent contributor to CPC Packaging. Her clients include Maidenform Inc., Coty Beauty USA Inc., Eli Lilly Inc., M-Real Co., and Unilever Prestige Cosmetics. The firm provides both structural and graphic design. Expertise includes brand image, packaging, and merchandising. A graduate of Pratt Institute, Nahum-Albright currently teaches at Parson's School of Design.